Table of contents for Marketing research / A. Parasuraman, Dhruv Grewal, R. Krishnan.


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PART ONE: Introduction to Marketing Research                 1
1 The Nature and Scope of Marketing Research 2
2 The Marketing Research Process 33
3 Types of Marketing Research 60

PART TWO: Data Collection: Types and Methods                89
4 Secondary Data 90
5 Using Geographic Information Systems for Marketing Research 128
6 Primary-Data Collection 156
7 Qualitative Research 193
8 Experimentation in Marketing Research 227

PART THREE: Data Collection: Measurement Instruments
and Sampling                                    263
9 Measurement and Scaling 264
10 Questionnaire Design 305
11 Sampling Foundations 353

PART FOUR: Data Analysis                                   389
12 Quality Control and Initial Analysis of Data 390
13 Hypothesis Testing 424
14 Examining Associations: Correlation and Regression 466
15 Overview of Other Multivariate Techniques 504

PART FIVE: Communicating with Research Users               545
16 Presenting Research Results 546



Library of Congress subject headings for this publication: Marketing research